Held at Olympia in London, eCommerce Expo is an unmissable event for all UK businesses looking to develop their eCommerce strategy. Wanting to make sure that our team stays on top of the latest eCommerce trends, tools and technologies, I zipped up to London for the day to explore what the conference had to offer.
Across the 2 days there were over 70 seminar sessions which visitors could attend, with Keynotes from Coca-Cola, Google, ChannelAdvisor, mySupermarket.co.uk, Facebook, Travelex, Kimberly-Clark and GSK exploring topics such as the benefits of omni-channel approaches to retail strategy, mobile advertising, and the issues businesses are experiencing with the digital skills gap.
eCommerce Expo bill their market place to contain the widest range of eCommerce suppliers at a UK event, and they are not lying. Their massive marketplace hosted over 180 eCommerce technologies and product providers. There were suppliers to cover all the different core areas within eCommerce, including specialist suppliers for marketing platforms, payment options, logistics and delivery, customer services and cross-border trade solutions. Along with the specialists were a whole host of full service eCommerce solutions and marketing agencies with whom I chatted with.
With other fellow agencies we discussed how Google Adwords continues to play a key role within the marketing mix for eCommerce businesses, and how many only scratch the surface with the Adwords suite and are not utilising the power of tools such as Google Shopping Campaigns and Google Remarketing. We also found that there was a certain level of distrust for Google Advertising in the industry, as we shared experiences of dealing with customers who have tried Adwords in the past and have been stung by poor management of their campaigns by outsourcing to people who are not experts in the area, or having set it up themselves and not had the time to manage it to the level required to really drive the good results.
Aside from gaining some industry insights, one of the great things about getting out of the office to the conference was to have a little bit of fun. I was able to enjoy a delicious free Krispy Kreme donut as I talked to one supplier, have a glass of champagne as I talked to another, test how steady my hands are on a buzz wire game on one stand (not very it seems!) and have a virtual pod racer race on a Star Wars arcade game on another. Finally, if all that wasn’t enough excitement, I got to meet a Star Wars Storm Trooper! Who knew that marketing conferences could be so much fun!